How to Optimize Your Webinar Strategy to Meet Your Marketing Goals

Many B2B organizations have introduced webinars into their marketing mix. While it's a good idea to optimize your webinar strategy to increase registrants, attendees, interaction, and engagement, are these elements really moving the needle for your business?

By understanding how webinars can help your organization solve your biggest marketing challenges, you can start to shift your optimization efforts to achieve better results from your webinar strategy.

Join Thue Madsen, Marketing Operations Manager at Kissmetrics, and Hana Abaza, VP of Marketing at Uberflip, for a webinar on how to use webinars to meet your B2B marketing goals.

Content marketing has long been a staple of the B2B marketing mix. But as more organizations are creating more content, how do you make sure your content breaks through the noise and actually creates value?

In this webinar, marketing leaders from Bizible, BrightInfo, and Uberflip discuss key components to planning, executing, and measuring content marketing that moves the needle.

The webinar will answer key questions, including:

• What is content fitness? And why does it matter?

• How do I build a knockout content experience?

• Should I be gating content?

• How do I measure the buyer's content journey? And how do I optimize it?

A marketer’s job is to understand and cater to their audience, something that’s much easier said than done. B2B marketers often use a combination of offline and online marketing channels to engage with prospects, but simply using a combination of the two isn’t enough—you also need to know which types of content and events work best at different stages in the buyer’s journey.

Join Event Farm CMO, Alexandra Gibson, and Uberflip's VP of Marketing, Shannon Dougall, for this webinar about how you can best use in-person events and content experiences to engage prospects as they move through the funnel. During the webinar, you’ll learn:

- How different types of events fuel top-of-funnel growth, engage middle-of-the-funnel prospects, and close bottom-of-the-funnel deals
- Which types of content work best at different points throughout the buyer's journey
- How online content and in-person events can work together to fully engage your audience

One of the best strategies for mapping out your yearly content marketing plan is to take a look back at what worked this year. Understanding the strategies, tactics, and tools that worked (and didn't) last year can help to fuel your strategy as you plan ahead.

In this webinar, BuzzSumo's Steve Rayson will take you through the top performing B2B content of 2016.

You will learn:
- 2016's most popular B2B content pieces and what they had in common
- Topics and content types that were widely shared in 2016
- Insight into content trends that will dominate in 2017

The process of content marketing can be defined by a four pillar system: Creation, Experience, Distribution, and Insights. Marketing teams must have the people, processes, and tools in place within each pillar of the framework in order to effectively execute their content marketing strategies, but many teams fail to fulfill all four pillars.

Do you know where your efforts are lacking?

In this webinar, we're joined by four marketing leaders from Kapost, Integrate, and Radius (each representing an area of the four pillar framework) who share their top tips for improving your content marketing processes and technology.

Did you know that only 44% of B2B content marketers know what successful or effective content marketing looks like? That means that 56% of content marketers are aimlessly creating content without any direction or end goal. This content is not generating traffic, leads, or sales.

Being great at content marketing was harder to do in 2016 than ever before. That's because there's more content in more places, with more topics and more faces. And that trend isn't going to stop in 2017 – it's only going to multiply.

Get ahead of the competition by understanding how to take a more nuanced, informed approach, so your content works smarter and harder.

If you’re already using Marketo, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.

In this presentation, Brian Glover, Sr. Product Marketing Manager at Marketo, will reveal various hacks for getting better results out of Marketo.

You will learn:
- How to effectively nurture your leads with a personalized conversation using Marketo's Customer Engagement Engine
- How to use first-touch and multi-touch attribution to determine marketing's contribution to sales
- How to take your personalized campaigns across all channels including social (using AdBridge) and your website (using Website Personalization)

Even if your audience is head-over-heels for your content, it doesn't mean they'll convert to a marketing qualified lead.

If you're looking for new ways to reach your demand generation goals in 2017, you won't want to miss this session by Shannon Dougall, VP of Marketing at Uberflip.

You will learn:
- How to optimize your content to attract and convert the right people
- When and how to gate content without turning your audience off
- How to analyze your existing campaigns and dump the ones that aren't driving results

Social media is still a powerful distribution channel for B2B content, but a number of challenges arise when trying to effectively schedule content on social. How can you ensure that your social content cuts through the noise, is aligned with your overall marketing initiatives, and actually resonates with your audience?

Leveraging a social content calendar will help improve your impact on social media, as well as increase your social marketing productivity.

In this webinar, Sprout Social shares tactical tips for how to build a B2B social content calendar. You will learn:
- The benefits of implementing a social calendar
- How to implement workflows to increase social marketing productivity
- How to schedule content for maximum marketing effectiveness

If you’re already using Oracle Eloqua, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.

In this webinar, Taha Sheikh, Group Product Manager at Oracle Eloqua, reveals various hacks for getting better results from your marketing efforts powered by Oracle Eloqua.

You will learn:
- How to use the platform more efficiently with new shortcuts and spotlight search
- How to make insightful decisions with new visual reports and detailed campaign analysis
- How to keep your database clean as it grows

- How to effectively nurture your leads with a personalized conversation using Marketo's Customer Engagement Engine
- How to use first-touch and multi-touch attribution to determine marketing's contribution to sales

If you’re already using Pardot, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.

In this webinar, Pardot Client Advocate Molly Futrell reveals various hacks for getting better results out of your Pardot software.

You will learn:
- How to ditch the drudgery of your manual marketing efforts by embracing marketing automation
- Tips and tricks for improving audience segmentation and lead nurturing
- Content creation hacks for busy marketers

Almost every B2B marketer has experience leveraging eBooks. eBooks are an effective way to provide rich content while creating a fun experience for your audience; however, running the same eBook creation and promotion process over and over again can get boring (for both you and your audience).

In this webinar, SnapApp joins us to discuss three ways you can transform eBooks to engage your buyers at every stage of their journey to boost your B2B marketing results.

You’ll learn:

How to create engaging content for each stage of the buyer journey
How to transform eBooks into interactive content that engages users and converts more leads
What best-in-class marketers are doing to squeeze more value out of their existing eBooks

What if you could produce content that hit the mark every single time?

Predictive analytics is making this feat closer to a real possibility. By leveraging historical data from your content, predictive analytics allows marketers to rely less on educated guesswork and more on data when it comes to producing effective content.

So, how can you start leveraging predictive analytics in your content marketing strategy? Join Uberflip and Infer for a webinar where we'll examine the intersection between content marketing and predictive analytics.

You will learn:

Why content marketing and predictive analytics go hand-in-hand

How to drive more value from content using effective targeting and segmentation from predictive analytics

How top B2B organizations are leveraging predictive analytics to boost their B2B marketing results

Every marketer knows that a successful inbound marketing strategy includes a blog. But not just any blog – a blog with great content, a schedule with new articles, and an SEO strategy to increase viewership and leads.

But what if we told you that your blog could generate leads and traffic, without you having to create new posts to do so? What if your previous blog posts could feed a lead generating machine that increased leads by 250%, and caused a steady spike in revenue?

In this live Google Hangout, we joined forces with HubSpot to teach you how to optimize your blog to generate traffic and leads... without having to create new posts. Watch it now!

Many B2B organizations have introduced webinars into their marketing mix. While it's a good idea to optimize your webinar strategy to increase registrants, attendees, interaction, and engagement, are these elements really moving the needle for your business?

By understanding how webinars can help your organization solve your biggest marketing challenges, you can start to shift your optimization efforts to achieve better results from your webinar strategy.

Join Thue Madsen, Marketing Operations Manager at Kissmetrics, and Hana Abaza, VP of Marketing at Uberflip, for a webinar on how to use webinars to meet your B2B marketing goals.

How to leverage influencer content programs to attract and engage business buyers.

You’ll learn:

How to identify, qualify and recruit the right influencers
How to use the 'Attract, Engage, Convert' model for influencer and content performance optimization
Best and worst practices when working with influencers on an ongoing basis

You've been creating content for a while now, but is it really resonating with your audience?

Great marketing is all about building connections. All your marketing efforts – from content to programs – will only be effective if they manage to capture and leverage your audience's interest. This starts with a deep understanding of your audience, and must be reflected in the content you create and the environment in which your content lives.

In this webinar, SnapApp's Lena Prickett provides actionable tips for how to deliver a powerful experience full of content that resonates with your audience.

You’ll learn:

How to get to know your audience and identify what will resonate with them
How to find the data you need to continue creating and delivering resonant content
How to organize your content and provide an engaging content experience